The world's most expensive bras are designed and made with the sole intent of showcasing a brand.  Typically adorned with an extravagant array of precious gems and precious metals, often created as showpieces for marketing campaigns by luxury lingerie brands. The most famous among these are the Fantasy Bras created by Victoria's Secret for their annual fashion show. Here are a few of the most notable examples:

1. Red Hot Fantasy Bra - $15 million

• Year: 2000
• Worn by: Gisele Bündchen
• Features: This bra is listed in the Guinness World Records as the most expensive piece of lingerie ever created. It was adorned with over 1,300 gemstones, including rubies and diamonds, set in 18-karat gold.

2. Heavenly Star Bra - $12.5 million

• Year: 2001
• Worn by: Heidi Klum
• Features: Featuring over 1,200 Sri Lankan pink sapphires and a 90-carat emerald cut diamond, this bra was a centrepiece of the Victoria's Secret fashion show.

3. Very Sexy Fantasy Bra - $11 million

• Year: 2003
• Worn by: Heidi Klum
• Features: This bra featured 2,800 diamonds and a centrepiece featuring a 70-carat pear-shaped diamond, one of the largest in the world.

4. Sexy Splendor Fantasy Bra - $12.5 million

• Year: 2005
• Worn by: Gisele Bündchen
• Features: Embellished with 2,900 diamonds and 22 rubies, this bra includes an 18-karat white gold setting and boasts a 101-carat Mouawad Splendor diamond at the centre.

5. Royal Fantasy Bra - $10 million

• Year: 2013
• Worn by: Candice Swanepoel
• Features: This bra includes over 4,200 precious gems such as rubies, diamonds, and yellow sapphires set in 18-karat gold, with a 52-carat pear-shaped ruby dangling at the centre.

6. Bombshell Fantasy Bra - $10 million

• Year: 2010
• Worn by: Adriana Lima
• Features: Designed by Damiani, this bra features nearly 3,000 white diamonds, light blue sapphires, and topazes all set in 18-karat white gold.

These bras are usually designed as one-off pieces to showcase the brand's creativity and craftsmanship, often during high-profile events like the Victoria's Secret Fashion Show. They are not just lingerie items but are also considered pieces of fine jewellery, merging the worlds of luxury fashion and high-end jewellery design. After their debut, these bras often go on tour for promotional events before being dismantled, with their components sometimes reused or sold separately due to their high value.

While the practicality of these bras is minimal, their creation serves as a testament to the possibilities of design and luxury in the fashion industry, often resulting in extensive media coverage and public interest. This blend of fashion and luxury creates an iconic image that enhances brand prestige and showcases the artistry involved in lingerie design.